Think, Laugh, Cry #14
The Hidden Science of Decision-Making: How the Smartest Companies Manipulate Your Choices Without You Even Noticing
We are making this latest edition of TLC a special free post for all to read.
THINK
Imagine walking into a grocery store, craving something sweet.
You reach the cookie aisle, only to be faced with an entire wall of options—chocolate chip, double chocolate, oatmeal raisin, gluten-free, organic, low-sugar, imported brands, store brands, and dozens more.
You stand there, overwhelmed, unable to decide.
After several minutes, you grab a familiar brand, wondering if you made the right choice or if another option would have been better.
This frustrating experience is a classic example of the Paradox of Choice—the idea that while choice is generally good, too much of it can lead to anxiety, regret, and decision paralysis.
Smart businesses understand this and have learned to curate choice rather than expand it, leading to strategies like "Two, Not One; Two, Not Three."
At its core, this strategy leverages consumer psychology to make decisions easier and more satisfying.
The first rule, "Two, Not One," ensures that customers always have at least two options to create a sense of control. If there is only one option, people feel forced into a decision, which can cause resistance or hesitation.
The second rule, "Two, Not Three," prevents choice overload by limiting selections to just two, preventing decision fatigue while maintaining a sense of autonomy.
This approach works because of the Paradox of Choice—offering too many options may seem beneficial, but it often overwhelms consumers, leading them to either delay a decision or feel dissatisfied with their final choice.
By carefully managing the number of options, businesses can guide consumers toward making a purchase while ensuring they feel confident and in control.
One of the best examples of this strategy in action comes from a famous Los Angeles shoe salesman as recounted by Simon Sinek.
Unlike most salespeople who overwhelm customers with dozens of choices, this salesman followed one simple rule: "Two, Not Three."
Whenever a customer asked to see a pair of shoes, he would bring out exactly two options—never just one and never more than two.
If the customer asked for a third pair, he would remove one of the previous options before introducing a new one.
This subtle yet brilliant technique ensured that customers remained engaged in a simple decision-making process.
Rather than getting lost in endless comparisons, they were focused on choosing between A and B.
The result?
Higher conversions, increased customer satisfaction, and one of the most successful sales careers in the industry.
This method worked because it eliminated decision paralysis while still giving customers the perception of choice.
Rather than feeling overwhelmed, they felt empowered—and that’s the key to driving sales while keeping customers happy.
The same principle applies on a much larger scale.
Coca-Cola and Pepsi, two of the world’s fiercest beverage competitors, have used this strategy collaboratively to dominate the market.
Instead of engaging in an all-out war for vending machine placements, they often place their machines side by side in high-traffic locations like schools, airports, and stadiums.
Why?
Because having two options, rather than one or many, makes it easier for consumers to decide and ensures that all purchases go to one of the two dominant brands.
If only Coca-Cola were available, some consumers might hesitate or even decide against a purchase.
If there were too many brands, the choice might become overwhelming, leading to fewer purchases overall.
But by limiting the decision to Coke or Pepsi, the companies create a simple, controlled selection process that maximizes sales for both brands.
This strategic placement leverages the Paradox of Choice—too many options can stall the decision-making process, while a carefully curated choice keeps the consumer engaged and ready to act.
The "Two, Not One; Two, Not Three" strategy is not limited to soft drinks or shoes; it is a universal principle that businesses across various industries use to influence consumer behavior:
Retail Stores: Clothing retailers frequently present two outfit choices to a customer instead of bombarding them with an entire rack of options, making it easier for them to choose.
Subscription Services: Streaming platforms like Netflix and Spotify often promote two main pricing tiers, subtly nudging customers to choose between "Standard" and "Premium" rather than overanalyzing multiple pricing structures.
Tech & Electronics: Companies like Apple and Samsung frequently release two flagship products—a standard and a pro version—giving consumers a simple, manageable choice instead of an overwhelming lineup.
This strategy consistently increases conversions, enhances customer satisfaction, and ensures that businesses maintain control over the decision-making process while allowing consumers to feel in charge.
The illusion of choice is one of the most powerful tools in business. When carefully curated, choice empowers consumers, but when unchecked, it overwhelms them.
The "Two, Not One; Two, Not Three" strategy perfectly balances control and autonomy, ensuring that customers feel confident in their decisions rather than paralyzed by an endless sea of options.
Whether it’s a legendary shoe salesman in Los Angeles, Coca-Cola and Pepsi’s vending machine placement, or the design of tech product lines, this method continues to be a proven way to drive sales, build loyalty, and create a seamless customer experience.
In a world overflowing with options, those who simplify choice will always win.
But take a moment to reflect—when you make a purchase, are you truly making your own decision, or are you being subtly guided by clever business leaders?
How often do you walk away thinking you exercised free will, only to realize your choices were carefully curated all along?
LAUGH
Don Rickles was a one-of-a-kind entertainer whose razor-sharp wit and fearless humor made him a legend in comedy. Known as the “Merchant of Venom,” Rickles built his career on quick insults, playful jabs, and an unmatched ability to roast anyone—from fellow comedians to Hollywood elites and even world leaders.
His no-holds-barred style made him a fixture on late-night television, Las Vegas stages, and celebrity roasts for over six decades.
Despite his sharp comedic edge, those who knew him best described him as a kind and warm-hearted man, proving that behind every insult was a deep respect for his audience and fellow performers.
The art of roasting is a delicate balance between sharp wit and genuine affection.
At its core, a great roast is not about tearing someone down but about celebrating them through humor—exaggerating quirks, poking fun at flaws, and delivering punchlines that sting just enough to make everyone laugh, including the target.
Rickles mastered this art like no other, but his relentless jabs worked only because they were rooted in deep respect and genuine love for the people he roasted.
His insults were never mean-spirited; they were an acknowledgment of camaraderie, a comedic embrace disguised as mockery.
If he went after you, it meant you were in on the joke, part of an exclusive club of people he admired.
This is what made Don Rickles unique.
His act was never about cruelty—it was about connection.
He could walk onto a stage, eviscerate an audience member with a rapid-fire insult, and have them laughing and hugging him moments later.
It was a gift few comedians could master. His fellow entertainers understood this well; they knew that when Rickles roasted them, it wasn’t ridicule—it was an honor.
He only took aim at those he genuinely respected and loved, making the burn of his words feel more like an affectionate slap on the back.
For all his sharp-tongued humor, Don Rickles was ultimately a comedian with a big heart, one who understood that the best laughs come from a place of warmth.
His legacy is not just in the roasts he delivered, but in the love and camaraderie he shared with his fellow entertainers.
In a world where comedy can sometimes divide, Rickles proved that the sharpest jokes can bring people closer—when they come from the right place.
The link below is a compilation of some of his greatest moments.
I hope you laugh as hard as I did.
And I hope you can appreciate the last 3 minutes…because that is really what it’s all about.
Don Rickles Best Celebrity Roast Tribute
CRY
Gene Hackman was one of Hollywood’s most celebrated and versatile actors, known for his commanding presence and ability to embody a wide range of characters.
His career, spanning over five decades, includes two Academy Awards, four Golden Globes, and two BAFTA Awards, cementing his legacy as a powerhouse performer.
Hackman’s breakthrough came with Bonnie and Clyde (1967), but it was his role as Detective Popeye Doyle in The French Connection (1971) that earned him his first Academy Award for Best Actor.
He continued to shine in iconic roles such as Lex Luthor in Superman (1978) and Sheriff Little Bill Daggett in Unforgiven (1992), which won him his second Oscar for Best Supporting Actor.
His filmography includes Hoosiers (1986), Mississippi Burning (1988), Crimson Tide (1995), The Birdcage (1996), and The Royal Tenenbaums (2001).
Known for his intense work ethic and no-nonsense approach to acting, Hackman passed away a few weeks ago, leaving behind an enduring legacy of complex, compelling performances that continue to inspire actors and filmmakers today.
However, behind the accolades and on-screen success, Hackman carried a burden that he rarely spoke about—a deep emotional wound left by his father’s abandonment.
In a 2001 appearance on Inside the Actors Studio, Hackman reflected on the moment his father left when he was just 13 years old.
Even after several decades, the pain was still raw, surfacing as he described the last time he saw his father.
As he spoke, Hackman’s voice wavered, his eyes glassy with unspoken emotion.
At one point, he cleared his throat, apologized for getting choked up, and attempted to lighten the moment with a small laugh, saying, "It's only been 65 years or so."
But the hurt was evident. It was a rare glimpse behind the curtain of a man who, for decades, had played characters with unshakable confidence and strength, yet inside, still carried the scars of a boy left behind.
Hackman’s story is a reminder that success does not erase pain.
No matter how accomplished or admired someone may seem, they could be carrying wounds that never fully heal.
His moment of vulnerability proves a simple but profound truth: you never know what others are going through.
Outward success can mask deep personal struggles, and even the strongest among us may be fighting battles invisible to the world.
And with that…I hope you all have a heck of a day…!
⭐️ Click the Subscribe Now button below to get all future TLC releases in addition all our other premium content…
ABOUT Think, Laugh, Cry
Jim Valvano, affectionately known as "Jimmy V", was a charismatic and legendary college basketball coach, best remembered for leading the North Carolina State Wolfpack to an unexpected NCAA championship in 1983. Valvano's career was marked by his vibrant personality, quick wit, and an unyielding spirit. In 1993, as he battled terminal cancer, Valvano delivered one of the most unforgettable speeches in sports history at the ESPY Awards, embodying the very essence of his life’s philosophy.
Despite being visibly weakened by cancer, Valvano took the stage with remarkable grace and determination. His frail appearance and slow movements underscored the physical toll the disease had taken on him. Yet, his voice remained strong, and his spirit undimmed, as he began his speech with humor and warmth. Valvano's words were not just a reflection of his struggle but a universal message of hope and resilience.
Early on in his speech, Valvano imparted an incredibly powerful lesson. This lesson made just as big of an impact on me, and has influenced my life as much as, the official motto that the speech ultimately became known for (see below).
He urged the audience not to overlook the importance of cherishing each day, regardless of one’s personal circumstances. And he shared his belief that to live a full life, one must eagerly engage in activities that provoke thought, laughter, and tears.
Valvano's message was clear and profound: despite the adversities we face, it is vital to appreciate the simple, yet powerful moments that make life worth living.
His speech resonated deeply with the audience, as he spoke with unfiltered passion and sincerity. He urged everyone to cherish their lives and the people in them, and to never give up, no matter how insurmountable the challenges may seem.
As his speech drew to a close, Valvano announced the creation of the V Foundation for Cancer Research, a testament to his enduring spirit and desire to make a difference. His parting words, "Don't give up. Don't ever give up," became a rallying cry for those facing their battles, a legacy of courage and hope that continues to inspire.
Jim Valvano's "Don't Give Up" speech is more than just a moment in sports history; it is a timeless reminder of the strength of the human spirit and the importance of living each day to its fullest, with laughter, thought, and tears.
And it is a message perfectly tailored to a life and career spent in the financial markets. In fact, having worked in this arena for twenty-five years now, it never ceases to amaze me how apropos it actually is!
Whether we are wrestling with the complexities of monetary policy and what I believe the various knock-on effects will be, or the joy I get out of meeting some of this fascinating industry’s absolutely crazy characters, or whether I’m dealing with the pain of a trade gone wrong, it is actually fairly rare that my days don’t have that “something special” that Valvano advocated.
It is in this spirit that we are launching the “Think, Laugh, Cry” (or TLC) offering from the Macro Alchemist.
Every two weeks, we will release a list of three things that is meant to deliver you one heck of a day.
It may, or it may not, be related to the financial markets. It may be three sentences, three paragraphs or three entire chapters. It may be a book recommendation that we believe will send you down a rabbit hole of thought. It may be something as simple as a comic strip that made us smile. Or perhaps it will be movie scene that raised some heartfelt emotion.
Regardless of its length, the idea is to pull back the curtain a bit on not only my life at work, but also on my interests, my challenges, my sense of humor, my beliefs, and even my fears. In doing so, I hope to help deliver you to the intersection of these pursuits in your own life and do so in a way that both entertains and inspires.
In the pages that follow, you will find the inaugural TLC topics.
But before you move on to those, we highly recommend you watch the full Jimmy V speech below.
About The Macro Alchemist
The Macro Alchemist is an amalgamation of ideas, experiences, and investing disciplines sourced over decades from the minds of Brent Johnson and Michael Peregrine.
Explore this latest topic further, and additional market insights from the creators, at MacroAlchemist.com.
Follow Us
WEBSITES:
Santiago Capital - www.SantiagoCapital.com
Macro Alchemist - www.macroalchemist.com
SUBSTACK:
TWITTER/X:
Brent Johnson - x.com/SantiagoAuFund
Macro Alchemist - x.com/Macro_Alchemist
Milkshakes Markets Madness - x.com/MilkshakesPod
YOUTUBE:
Milkshakes Markets Madness - youtube.com/MilkshakesPod